Maserati has launched a brand new world retailer idea in Milan, Italy. The stylish showroom showcases how the model can seamlessly mix the web and offline automobile purchasing experiences whereas courting shoppers in an opulent house.
The brand new retailer, co-created with the New-York primarily based expertise design agency Eight Inc., is opening within the metropolis’s historic Magenta district, and it’ll be the mannequin for future areas. The shop has a window set up displaying a “hero” automobile, like an MC-20, with an LED wall behind it. Inside, the retail house options an island the place prospects can configure their car whereas Maserati dishes up some hospitality, serving Italian-style espresso, wines, or cold-pressed juices.
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The house is laid out like an artwork gallery, with the automobiles spot-lit like sculptures. Smooth-lit show circumstances showcase the model’s numerous rim and steering wheel selections. There’s additionally a spot to point out off the corporate’s out there shade palette, hand-crafted leather-based selections, and extra. Purchasers can customise their automobiles in non-public session rooms utilizing the corporate’s MXE 3D digital configurator.
Maserati may even supply its Fuoriserie program, which permits shoppers to create one-of-a-kind automobiles. They’ll select from numerous personalization choices, corresponding to exterior paint, patterns, multi-color stitching, and extra. Maserati launched this system within the US this yr for 2022 mannequin yr automobiles.
The brand new retailer will assist Maserati in its OTO (online-to-offline, and vice-versa) retail expertise. Purchasers can configure and ebook their car at house via My Maserati Showroom earlier than finishing the sale at their most popular vendor. Purchasers can schedule check drives at a showroom or at house. Maserati additionally permits shoppers to request data and schedule service appointments on-line.
Milan is the primary of a number of shops that Maserati plans to open. This new design might be areas in Hong Kong, Shanghai, Melbourne, Madrid, and Berlin by the top of the yr. In 2023, Maserati will launch in additional locations, together with Los Angeles, London, Tokyo, and Toronto. Automakers proceed to experiment with how prospects purchase automobiles, with some specializing in boutique retail areas that de-emphasizes the everyday high-pressure dealership expertise.
